“Bros are also “alpha consumers,” at least on campus, which may be why the trend spread so quickly. “There are certain individuals that define social structures and drive the decisions other consumers make,” says Dr. Heather Honea, a marketing professor at San Diego State University. “Infiltrating the fraternity or sorority market could be ideal.”
CNN: Bros Icing Bros - May. 26, 2010
I couldn’t stop laughing after reading this because it’s probably true and it’s probably the best way to express the idea.
